Analysis of entrepreneurship in Guaranda: characteristics of the entrepreneur, market demand and potential for new businesses
DOI:
https://doi.org/10.47187/mktdescubre.25.47Keywords:
entrepreneurship, economic development, sustainability, competitivenessAbstract
Entrepreneurship is key to the economic development of Guaranda, but it faces challenges such as sustainability and competitiveness. This article explores the characteristics of entrepreneurs in the city, the satisfaction of current demand, and opportunities for new businesses. It seeks to understand the local entrepreneurial landscape and propose recommendations to improve the business ecosystem. Therefore, the objective of this research is to analyze the context of entrepreneurship in Guaranda, identifying the characteristics that entrepreneurs should have, evaluating whether establishedbusinesses meet market demands, and exploring the city's potential for new business models. The research is framed within a qualitative-quantitative methodological approach, with a documentary anddescriptive design. The population of 3,000 inhabitants of the Guaranda Canton was considered the target population of the study. A survey technique was used to collect data, which was applied to the entire sample. Entrepreneurs in Guaranda are leaders and innovators, with relevant characteristics such as negotiating power. Some sectors are well covered, but there is room for new business models, especially in technology and e-commerce. It was concluded that Guaranda's entrepreneurial environment has growth potential, but it is necessary to strengthen business training and support new business models to foster innovation and sustainability.
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Copyright (c) 2025 Paola Albán Trujillo, Charles Viscarra Armijos, Wilter Camacho Arellano
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